泰国广告行业VR市场前景及投资研究报告-培训课件外文版2024.5

INDUSTRIES

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MARKETSAdvertisingindustryinThailandCHAPTER

01OverviewAdvertisingexpenditureinThailandfrom2010to2022(inbillionThaibaht)AdspendinThailand2010-2022140129.19123.62120.8118.36117.8115.67120113.95113.1112.37108.78107.66104.75101.0110080604020020102011201220132014201520162017201820192020202120223Description:In2022,theadvertisingexpenditureinThailandamountedtoapproximately117.8billionThaibaht,indicatingadecreasecomparedto2019.Inthatyear,televisionwasthemediumwiththehighestadvertisingspending.ReadmoreNote(s):Thailand;2010to2022;excludesclassifiedsandhouseadsSource(s):AdvertisingAssociationofThailand;NielsenDistributionofadvertisingexpenditureinThailandin2022,bymediumAdvertisementmediamarketshareThailand2022Magazines1%Radio3%Cinema5%Transit5%Newspapers2%Instore1%Outdoor6%TV54%Online23%4/statistics/586789/thailand-ad-spend-medium-shareIn2022,televisionhadthehighestshareofadvertisingexpenditureinThailandamongothermediums,accountingforapproximately54percentoftotaladvertisingexpenditure.Thiswasfollowedbyonlineadvertisingandoutdooradvertisements.

ReadmoreNote(s):Thailand;2022Source(s):DAAT;MediaAgencyAssociationofThailand;NielsenForecastofmajorproductsadvertisingexpenditureinThailandin2023(inmillionThaibaht),bycategoryLeadingproductsadspendThailandforecast2023,bycategoryAdspendinmillionThaibaht-10%-40%Outhomemedia-30%-20%0%10%20%30%25%25%CinemaOnlinemediaTransit12%10%TelevisionTotal7%7%Radio-3%NewspapersMagazines-25%-35%5Description:InMarch2023,theadjustedgrowthratebytheMediaAgencyAssociationofThailandandNielsenestimatedthetotalyear-on-yeargrowthofadspendtoamounttosevenpercent.Amongthecategories,out-of-homemediaandcinemacouldleadwith25percentgrowth.ReadmoreNote(s):Thailand;2022Source(s):MarketeerOnline;MediaAgencyAssociationofThailand;NielsenAdvertisingexpenditureinThailandinJuly2023,byindustry(inmillionThaibaht)AdspendThailand2023,byindustryAnnualadexpenditureinmillionThaibaht600

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1,0000FoodandbeveragePersonalcareandcosmeticRetailshop/foodoutletsMediaandmarketingPharmaceuticalsHouseholdproductsAutomotive2004001,2001,4001,6001,8001,8132,0001,1911,103429393344325288232211FinanceGovernmentTravel6Description:InJuly2023,foodandbeverageindustryinThailandspentover1.8billionThaibahtonadvertisement,thehighestamountamongtheindustries.Personalcareandcosmeticcamesecondwithapproximately1.2billioninadspend.

ReadmoreNote(s):Thailand;July2023Source(s):AdvertisingAssociationofThailand;NielsenLeadingadvertisersinThailandinJuly2023,byadspend(inmillionThaibaht)LargestadvertisersThailand2023AnnualadexpenditureinmillionThaibaht100

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250050300350400450Unilever(Thai)HoldingsProcter&Gamble(Thailand)MonoShoppingNestle(Thailand)Beiersdorf422296169163151MeadJohnson138GMMCJOShoppingMassMarketingRSMall121114109105Lazada7Description:InJuly2023,UnileverThaiTradingCo.,Ltd.spent422millionThaibahtonadvertisinginThailand,followedbyProcter&Gamble(Thailand)withanadspendof296millionThaibaht.ReadmoreNote(s):Thailand;July2023Source(s):AdvertisingAssociationofThailand;NielsenLeadingbrands'advertisingexpenditureinThailandin2022(inmillionThaibaht)MajorbrandsadspendThailand2022AdspendinmillionThaibaht600

80002004001,0001,2001,4001,3671,600TepthaiIsuzu1,329ToyotaLazadaShopeeCoke1,3151,3061,2511,1771,1471,096PrimeminsAISColgateGSB9049018Description:In2022,TepthailedasthebrandwiththehighestamountofadspendinThailand,accountingfornearly1.37billionThaibaht.Isuzucamesecondwithalmost1.33inadvertisementspending.ReadmoreNote(s):Thailand;2022Source(s):MediaAgencyAssociationofThailandCHAPTER

02TelevisionTelevisionadvertisingexpenditureinThailandfrom2018to2022(inbillionThaibaht)TelevisionadspendThailand2018-20228070.3670.347063.6663.1462.6860504030201002018201920202021202210Description:In2022,thetelevisionadspendinThailandamountedtoapproximately62.7billionThaibaht.Theamountdecreasedthroughouttheexaminedperiod.ReadmoreNote(s):Thailand;2018to2022Source(s):AdvertisingAssociationofThailand;DAAT;NielsenTelevisionadvertisingexpenditureinThailandfromJanuarytoJuly2023(inbillionThaibaht)TVadspendThailand20236545.635.625.325.254.924.173.583210Jan'23Feb'23Mar'23Apr'23May'23Jun'23Jul'2311Description:InJuly2023,thevalueofThaitelevisionadspendingamountedtoapproximately5.3billionThaibaht.Inthesameperiod,thehighestamountspentonTVadvertisementswenttotheThaivarietyHDchannels.ReadmoreNote(s):Thailand;JanuarytoJuly2023Source(s):NBTC(Thailand);NielsenTerrestrialtelevisionadvertisingexpenditureinThailandinJuly2023,bycategory(inbillionThaibaht)TerrestrialTVadspendingThailandJuly2023,bycategoryValueinbillionThaibaht1.50.00.51.02.02.53.03.5VarietyHighDefinitionVarietyStandardDefinitionNewsandinformationPublicbroadcast3.331.840.120.0612Description:InJuly2023,thevarietyHDchannelshadthehighestterrestrialtelevisionadvertisementspendinginThailandwithapproximately3.3billionThaibaht.ThiswasfollowedbythevarietySDchannelswithabout1.8billionThaibahtofadspending.ReadmoreNote(s):Thailand;July2023Source(s):NBTC(Thailand);NielsenValueoftelevisionadvertisementinThailandinJuly2023,bychannel(inmillionThaibaht)ValueofTVadrevenueThailandJuly2023,bychannelValueinmillionThaibaht60002004008001,0001,2001,400CH3Mono29OneCH7WorkpointTVThairathTVAmarinTVCH8GMM25MCOTHDPPTVTRUE4UNationTV13Description:InJuly2023,Channel3receivedthehighestamountofTVadspendinginThailand,accountingforaround1.26billionThaibaht.ThiswasfollowedbyMono29,One,andChannel7.ReadmoreNote(s):Thailand;JanuarytoJuly2023Source(s):NBTC(Thailand);NielsenCHAPTER

03DigitalDigitaladvertisingexpenditureinThailandfrom2012to2022(inbillionThaibaht)DigitaladspendThailand2012-20223025201525.7324.7721.0619.5616.9312.49.48108.086.124.25502.782012201320142015201620172018201920202021202215Description:In2022,thedigitaladspendinThailandamountedtoapproximately25.7billionThaibaht.Theamounthasrisenthroughouttheexaminedperiod.ReadmoreNote(s):Thailand;2012to2022Source(s):AdvertisingAssociationofThailand;DAAT;NielsenDigitalmediarevenueinThailandin2022(inmillionThaibaht)DigitalmediarevenueThailand2022RevenueinmillionThaibaht050100150200250300350ThaiWorldMediaCo.,Ltd.TrendVG3Co.,Ltd.332.75271.87259.86247.5TheStandardCo.,Ltd.MediaAssociatedCo.,Ltd.TopNewsDigitalMediaCo.,Ltd.LTManCo.,Ltd.224.42173.89162.42ShowNoLimitCo.,Ltd.NationNewsCo.,Ltd.123.08VoiceTVCo.,Ltd.97.5888.13SiamsportDigitalMediaCo.,Ltd.16Description:In2022,ThaiWorldMediaCo.,Ltd.,acompanythatownsMGROnline,accountedforaround332.8millionThaibaht,thehighestamountamongdigitalmediainThailand.ThewasfollowedbyTrendVG3Co.,Ltd.,acompanythatoverseesThairathnewspaper.ReadmoreNote(s):Thailand;2022Source(s):DepartmentofBusinessDevelopment(Thailand);SongsueMediaLabLeadingdigitaladvertisingexpenditureinThailandfrom2022to2022withaforecastfor2023,byindustry(inbillionThaibaht)MajordigitaladspendThailand2020-23,byindustry20202.711.991.981.92020212.920222.412.5422023*2.522.232.193.271.680MotorvehiclesNon-alcoholicbeveragesCommunications2.682.582.160SkincarepreparationsRetailshops/stores2.470Dairyproductsanddairysubstituteproducts1.721.661.6417Description:In2023,itwasforecastedthattheskincareindustrywouldaccountforthehighestamountofadspendwithover3billionThaibaht.Thiswasfollowedbymotorvehiclesindustrywitharound2.5billionThaibaht.ReadmoreNote(s):Thailand;2010to2022Source(s):DAAT;Kantar;VarioussourcesLeadingonlinechannelsforadvertisinginThailandin2022(inmillionThaibaht)LeadingmediumfordigitaladvertisementThailand2022DigitaladspendinmillionThaibaht3,000

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5,00001,0002,0006,0007,0008,0009,0008,74810,000Meta(FacebookandInstagram)YouTube3,546Socialmedia2,2092,162OnlinevideoSearchengine1,65018Description:In2022,MetaledamongonlinemediumsfordigitaladvertisementspendinginThailandwithover8.7billionThaibaht.YouTubecamesecondwitharound3.5billionThaibahtinadspend.ReadmoreNote(s):Thailand;2022Source(s):TheBangkokInsightMostcommonlyusedsocialmediaplatformsforinfluencermarketingcampaignsinThailandasofOctober2022LeadingsocialmediaplatformsforinfluencermarketingcampaignsThailand2022Shareofcampaigns0%5%10%15%20%25%30%35%40%FacebookInstagramYouTubeTikTok35.3%24.2%16.5%14.6%Twitter9.4%19Description:AccordingtoasurveyoninfluencermarketingconductedinThailandasofOctober2022,Facebookwastheleadingsocialmediaplatformforinfluencermarketingcampaignswithashareofaround35.3percent.Meanwhile,Twitteraccountedfortheleastshareofroughly9.4percentforsuchcampaigns.ReadmoreNote(s):Thailand;October2022;4,000respondentsSource(s):AnyMindGroupLeadingbrandsforleveraginginfluencermarketinginThailandasofOctober2022,bytypeMajorbrandstakingadvantageofinfluencermarketingThailand2022,bytypeShareofbrandindustries20%0%5%10%15%25%30%35%40%39%45%Food&drinkFashion&beautyAutomotiveGadgets17.4%10.6%10.6%Family6%Lifestyle&homePersonalfinanceEntertainmentBusiness4.3%4.3%3.5%2.8%Pets0.7%20Description:AccordingtoasurveyoninfluencermarketingconductedinThailandasofOctober2022,brandsinthefoodanddrinkindustryledinleveraginginfluencermarketingfortheirbusiness,withashareofaround39percent.Incontrast,onlyonepercentofpetbrandsusedinfluencermarketingtoboosttheirpresence.ReadmoreNote(s):Thailand;October2022;4,000respondentsSource(s):AnyMindGroupCHAPTER

04PrintandradioPrintmediaadvertisingexpenditureinThailandfrom2018to2022(inbillionThaibaht)PrintmediaadspendThailand2018-202287.41765432105.673.833.123.052018201920202021202222Description:In2022,theprintmediaadspendinThailandamountedtoapproximately3.1billionThaibaht.Theamountdecreasedthroughouttheexaminedperiod.ReadmoreNote(s):Thailand;2018to2022Source(s):AdvertisingAssociationofThailand;DAAT;NielsenPrintmediarevenueinThailandin2022(inmillionThaibaht)PrintmediarevenueThailand2022RevenueinmillionThaibaht0100200300400500600700681800900VacharapholCo.,Ltd.MatichonPlc.815SiamsportsSyndicatePlc.SiphayaPublishingCo.,Ltd.ThePostPublishingCo.,Ltd.KhaosodCo.,Ltd.326315281215ThansettakijMultimediaCo.,Ltd.SarnSooAnacoteCo.,Ltd.Burapatasna(1999)Co.,Ltd.NaewnaNewspaperCo.Ltd.12375747123Description:In2022,VacharapholCo.,Ltd.,theparentcompanyofThairathnewspaper,ledwiththehighestrevenueamongprintmediainThailand.ThiswasfollowedbyMatichonPlc.whichownsMatichonandPrachachatnewspapers.

ReadmoreNote(s):Thailand;2022Source(s):DepartmentofBusinessDevelopment(Thailand);SongsueMediaLabExpenditurevalueofmagazineadvertisementinThailandin2022withaforecastfor2023(inmillionThaibaht)MagazineadvertisementspendingThailand2022-231,4001,2061,1591,2001,000800600400200020222023*24Description:In2022,magazineadvertisementexpenditureinThailandamountedtoaround1.16billionThaibaht.Itwasforecastedthatthespendingwouldincreasein2023.ReadmoreNote(s):Thailand;2022;*Forecast.OneThaibahtequals0.029U.S.dollarsand0.026eurosasofSeptember2023Thefigureshavebeenrounded.

ReadmoreSource(s):MarketeerOnline;MediaIntelligenceRadioadvertisingexpenditureinThailandfrom2018to2022(inbillionThaibaht)RadioadspendThailand2018-20226.04.85.04.03.02.01.00.04.753.633.463.292018201920202021202225Description:In2022,theradioadspendinThailandamountedtoapproximately3.5billionThaibaht.Theamountincreasedcomparedtothepreviousyear.ReadmoreNote(s):Thailand;2018to2022Source(s):AdvertisingAssociationofThailand;DAAT;NielsenRadioadvertisementrevenueinThailandinJune2021(inmillionThaibaht)RadioadrevenueThailand2021RevenueinmillionThaibaht10

150520253094.5LooktungNetworkCOOLfarenheit93Greenwave106.5102.00MHz24.6120.6620.2714.9290LooktungrakthaiEFM9413.1612.5311.7797QualityNewsStationEAZYFM105.510.479.929.6190.5Mitikhao95LukthungMahanakorn26Description:InJune2021,94.5LooktungNetworkearnedapproximately24.6millionThaibahtfromadvertisement.ThiswasfollowedbyCOOLfarenheit93witharound20.7millionThaibahtofadspend.ReadmoreNote(s):Thailand;2022Source(s):SongsueMediaLabCHAPTER

05OthersCinemaadvertisingexpenditureinThailandfrom2018to2022(inbillionThaibaht)CinemaadspendThailand2018-20221098.847.7387.38765432104.43.562018201920202021202228Des